Make-A-Wish Canada is encouraging young philanthropists to get into the giving spirit with “FUNraising,” a tongue-in-cheek series of videos that demonstrate how easy it can be for kids to collect money.
Developed by Zulu Alpha Kilo (the organization first partnered with the shop in 2013 for the Kringl: The Proof of Santa app), the effort is anchored by three 30-second PSA’s titled, “Snare” “Grandma” and “Lollipop.” The spots, which showcase clever kids who find some pretty ingenious ways to dig up money, are currently running online and on TV across English Canada.
The launch spot, “Snare,” features a young girl who figures out a way to get her hands on the change that’s always in dad’s pocket.
While the non-profit, which grants wishes to terminally ill children, obviously appreciates donations, the main goal of “FUNraising” is to generate brand awareness, said Julie Fiorini, director of marketing and communications at Make-A-Wish Canada. It was also important, she added, to produce PSA’s that were lighthearted and steered clear of the gloomy, solemn tone often employed by other charitable organizations.
“Donations are really secondary. We’re hoping to bring attention to the brand in a fun way, and not in the typical sort of somber way that most charities will do so,” Fiorini said. “We just want to inject this feeling of excitement and fun around charitable giving. It shouldn’t just be an obligation or that type of thing, it should be part of your regular day and a family thing that kids can take the lead on.”
This is the first time the Canadian arm of Make-A-Wish has developed its own PSAs (it normally leverages spots created in other markets), and the charity is using them as a sort of testing ground to measure consumer perception.
“We’re using this campaign as an opportunity to gauge public reaction and see how it plays out,” Fiorini said. “We’ll assess the potential to do more spots, perhaps create a series going forward, and perhaps do something in French as well.”
Make-A-Wish Canada is promoting the initiative online using the hashtag #FunRaising. The effort also includes a small digital buy, which will run for four weeks. The PSA’s could run for up to a year.
